Resale Marketing Insights - Europe and America

While American brands like Ulla Johnson are embracing resale through peer-driven platforms, European houses such as GANNI and Sandro are integrating secondhand more directly into their core brand strategies.

This doesn’t mean one approach is better than the other, but it does highlight how brands across regions are responding to resale in ways that align with their broader values, business models, and consumer expectations.

With regulations evolving and sustainability becoming a shared priority, the question is no longer just who’s participating in resale, but how they’re building it into their future.

In this article, we explore the distinct approaches taken by American and European fashion brands in shaping the secondhand market—and what others can learn from both.

The U.S. Landscape

• Dominated by marketplaces like ThredUp and Poshmark that handle logistics and tech for fashion brands.
  
  
• Focused on accessibility and profit,  secondhand as an economic lever.
  
  
• Brands like Levi’s, Lululemon, Patagonia, Madewell, and Eileen Fisher have in-house resale programs.

The European Landscape

• Important to understand that the resale market is driven by regulation and cultural values. France’s AGEC Law now mandates that textile companies manage end-of-life product responsibility, promoting resale and repair.
  
  
• Luxury brands more open to resale. E.g., Chloé, Ba&sh, Isabel Marant, Sandro, Maje, and Ganni operate branded resale platforms.
  
  
• Platforms like Vestiaire Collective banned fast fashion entirely from resale in 2022, taking a bold stance.
  
  
• Greater consumer comfort with buying pre-owned due to historical normalization of flea markets, vintage fairs, and charity shops.

 Better Integration with Repair & Rental

• Interestingly, fast fashion brands like H&M and Zara combine resale, rental, and repair into one service, further broadening their circularity business model. 

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As the fashion industry evolves in response to growing sustainability goals and shifting consumer expectations, American and European resale models offer two distinct yet complementary, approaches. In the U.S., resale often grows organically through consumer-led platforms and partnerships, offering brands a flexible way to meet demand and explore circularity. In Europe, resale tends to be more embedded, supported by brand-owned platforms, regulatory frameworks, and a cultural familiarity with secondhand shopping.

Both regions bring valuable perspectives to the table. While the U.S. model emphasizes accessibility and innovation, Europe showcases how deeper integration can reinforce brand values and long-term sustainability. The future of fashion resale may well lie in combining these strengths, creating systems that are both consumer-friendly and consciously designed.

While no one model fits all, there is plenty the U.S. can learn from Europe’s proactive, values-led approach. By embedding secondhand into their ecosystems, alongside repair, rental, and regulation, European brands are not just extending product life but future-proofing their business. The takeaway is clear: resale isn’t just about recirculating clothes — it’s about redefining what fashion stands for.